Hopefully they don't fuck it up this time.
I think the key is to actually get the caps into people's hands. They need to put them on a lot more different Pepsi products, more than just Pepsi and Sierra Mist. They need to start early to make sure the caps are out by the time the offer starts (is this Apple's "never get anything out the door on time" curse?). They need to run the offer for longer and have the caps be redeemable for much longer. They need more than one bad TV ad promoting it.
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